By Kathryn Deen, PAR

For years, associations have relied on a familiar tool to understand their members: the annual survey. It’s structured, expected, and often seen as a key listening mechanism. But according to CredSpark founder and CEO Lev Kaye, that approach is no longer enough — and it may even be holding associations back.

“If an association does one thing with member engagement, it should be to move beyond the annual member survey,” he says. “We think the most important shift is to understand your membership at a deeper level, and to do that by means of regular interaction, regular question asking.”

At its core, the issue isn’t whether associations are asking questions. It’s how often — and how strategically — they are doing it.

The limits of once-a-year listening

Annual surveys can provide useful snapshots, but they fall short when it comes to building real relationships. Member needs evolve quickly, industries shift, and expectations change. A single check-in each year simply cannot capture that level of nuance.

Must-Ask Question
If there's one question every association should pose to its members, Kaye says it's this:
"What's the most effective approach to [insert professional skill or industry challenge]?"
Kaye shares why it's a triple win:
  • You learn about a topic that is important to them.
  • You gain guidance on content you can develop (publishing or event-based) to help them.
  • You gather unique insights on member needs, which your sponsors/exhibitors will value.

Kaye offers a relatable analogy. “If you go to a family reunion once a year and you have a nice chat with your third cousin, you’re not really advancing that relationship,” he says. “You're not getting to know them particularly deeply. That’s kind of what the annual member survey is.”

In other words, infrequent communication leads to shallow understanding. Associations may believe they know their members, but without ongoing interaction, that knowledge quickly becomes outdated.

From surveys to conversations

The shift Kaye advocates is simple in concept but powerful in impact: Move from episodic feedback to continuous dialogue.

This means embedding questions throughout the member experience rather than isolating them in a single annual touchpoint. Newsletters can include quick polls. Educational content can prompt members to reflect on their needs. Digital experiences can gather insights in real time.

The goal is not just to collect more data, but to create a rhythm of interaction that mirrors how relationships naturally develop — through consistent, two-way communication.

Why it matters for engagement and revenue

Deeper understanding directly leads to stronger engagement. When associations know what their members care about, they can deliver more relevant content, more targeted programming, and more personalized recommendations.

That relevance, in turn, drives action. Members who see clear value are more likely to participate in events, enroll in courses, and explore additional offerings. Over time, this increases non-dues revenue and strengthens overall revenue health.

It also enhances sponsor value. The more an association understands its members, the better it can connect sponsors with the right audiences in meaningful ways.

Building a culture of curiosity

Adopting continuous feedback requires more than new tools. It requires a mindset shift, Kaye says. He calls for associations to move from broadcasting information to actively seeking input. He suggests that they treat every interaction as an opportunity to learn.

This approach turns “asking questions” into an organizational skill, not just an occasional tactic.

“Asking questions is not just a skill that individuals have, but it becomes an association-level skill when it’s baked into the entire lifecycle of content creation and member engagement,” he says.

A more connected future

For association professionals, the takeaway is clear: Listening once a year is no longer enough. Growth depends on building stronger, more dynamic relationships with members — and that starts with ongoing conversation.

By replacing static surveys with continuous feedback loops, associations can stay closer to their members, respond more effectively to their needs, and create experiences that drive engagement and revenue.

In today’s environment, the organizations that ask more and listen better will be the ones that lead.